The global body wash market continues to experience steady growth, with projections indicating further expansion over the next few years. According to the 2024–2029 China Body Wash Industry Trends and Competitive Strategy Report, the global market is expected to reach approximately USD 31 billion by 2027. In China, the body wash market is projected to climb to RMB 35 billion by 2025, highlighting the sector’s strong growth potential and dynamic momentum.
A Rapidly Expanding Market
In recent years, China’s body wash market has seen notable expansion. By 2021, the market size reached approximately RMB 115 billion, reflecting a 7.2% year-on-year growth. In 2023, the figure rose to around RMB 130 billion, with a similar 7% growth rate. Between June 2022 and May 2023, total retail sales volume across online platforms reached 194 million units, with an average transaction price of RMB 47.7 per unit.
Fragrance preferences continue to play a key role in product selection, particularly among China’s Gen Z consumers. In 2022, survey data revealed that:
63.9% preferred floral scents
61.9% favored fresh scents like lemon
46.4% leaned toward fruity scents
45.4% selected creamy or milky aromas
34.0% preferred herbal and botanical options
These trends reflect consumers’ growing interest in personal expression and mood-enhancing sensory experiences.
Competitive Landscape and Market Fragmentation
The body wash market remains highly competitive. Safeguard currently leads in market share, accounting for approximately 14.6% of total sales. Other established players such as Liushen, Lux, and Dove also maintain significant presence.
However, market concentration remains relatively low—top 10 brands collectively account for just 50.8% of total share—suggesting ample room for challenger brands and new entrants. One notable case is Procter & Gamble, whose personal care portfolio (including body wash, soap, and handwash products) commands a combined 16.1% share across global markets.
Evolving Consumer Expectations: Quality, Health, Sustainability
As consumers increasingly prioritize product quality, safety, and environmental impact, the body wash category is trending toward higher-end and eco-conscious offerings. Product personalization and differentiation are also becoming critical, as buyers seek solutions tailored to their skin type, lifestyle, and values.
E-commerce continues to grow as a major distribution channel, providing brands with broader market access and flexible engagement models. Online purchasing of body wash is gaining popularity, prompting companies to invest more in digital channels, user experience optimization, and customer service innovation.
Innovation in Formulations and Production
Recent years have seen the body wash market shift from basic cleansing to multi-functional, sensorial, and treatment-oriented products. Brands are introducing diverse offerings:
Products tailored for specific skin types (e.g., sensitive, oily, or dry skin)
Formulations enriched with plant extracts, essential oils, or vitamins
Mild, pH-balanced solutions with enhanced textures and long-lasting fragrance
Technological advancements are also enhancing formulation quality. Modern manufacturing processes help preserve the bioactivity of natural ingredients and improve product performance—leading to gentler cleansers, finer foam quality, and a more luxurious user experience.
Looking Ahead: AI, Personalization, and Sustainability
The industry is entering a new phase of digital transformation. With the development of AI and smart beauty technologies, future body wash products may be tailored in real time based on consumer skin conditions, seasonal changes, or geographic climate. Meanwhile, environmental sustainability remains a defining priority.
Eco-friendly packaging and responsible sourcing are becoming key brand differentiators. From biodegradable formulas to recyclable packaging, sustainability will continue to shape brand identity and influence consumer choices.
Conclusion
The body wash industry has evolved from providing basic hygiene to meeting complex, personalized wellness needs. As consumer preferences shift toward health, sustainability, and customization, the market is poised for continued innovation. Brands that embrace these values and respond with agility are expected to lead the next wave of growth in this dynamic sector.